7. Key Points
• Like print centuries ago, or television and
computers in the 20th century, digital
media changes how we work and play
• Digital media is rich with opportunity for
innovation and creativity
• Example: crowdsourcing
20. Key Points
• Current Web 2.0 conversations often
reflect a Western bias
• Ecosystems and online behaviors differ
• We should invest in market data if we wish
to spot the opportunity and correct channel
• Make data-driven decisions
23. The Challenge
How do you position Lenovo as a company
providing solutions…as something more than
just providing computers to the Olympic
Games? How do you deliver this message
across 25 countries, numerous languages,
and varied ecosystems? Once you have fans,
how do you keep them engaged with the
Lenovo brand throughout the Games?
26. Campaign Results
1.4 million
10.4 million
visits to
Impressions
Lenovo Site
202 Blog 1500 Athlete
Mentions Blog Posts
8000+
Comments
On Site
27. Lessons from Lenovo
• Asia’s diverse ecosystems can be bridged
• Interesting and timely content helps you to
engage people
• Staying away from a specific celebrity
broadened the reach—and lowered risk
• Question: why not host at Wordpress,
Blogger, Facebook, or My Space?
31. 2008 Decision to Resume U.S.
Beef Imports
April 18: South Korea
Announces Decision
April 24-28: Rumors and
speculation regarding
MCD spread on-line
April 29: PD Notebook airs
controversial news episode
32. Quotes from South Korean Blogs
April 24
The first locations that mad cow disease
meat will go into are the schools and army
camps. An unprecedented human experiment
in the history of mankind will take place
against the youngest and brightest of this
country.
- ID (kuankuseo12)
33.
34. Quotes from South Korean Blogs
April 28
Our people (Koreans) have the genetic makeup
with the highest propensity of being infected with
mad cow disease in the world…. While only
38% of Americans are known to have the MM
genes, an astounding 95% of Koreans have the
MM genes. Koreans also have a culture of
consuming high danger parts such as the head,
intestines and spine. - ID (gyunnam)
35.
36. More Rumors (all are false)
• BSE is carried through knife or cutting board that
touched infected meat. If you wash those things in water,
BSE virus will survive in the water -- even through water
treatment -- and will eventually infect the drinking water.
• There are 5 million Alzheimer's patients in the U.S., and
roughly 250,000~650,000 among them are suspected
cases of BSE.
• American slaughterhouses are mismanaged and allow
unsafe SRM to be sent to Korea.
38. South Korea’s Information Society
• World’s #2 information society
• High Internet penetration
• High broadband subscription rates
• High Internet speeds
• 55% of population had wireless access (08)
• World’s #3 society for skilled information
workers (07, ITU)
40. Lessons from South Korea
• Mainstream media can be too slow in an
information society
• Emotion spreads effectively, while rational
discourse presents a greater challenge
• Emotion rapidly galvanizes support
• We must update our media strategies to
account for digital channels
50. Takeaway
Search is essential in a trans-media
world. Through search you find
people and information; people and
information find you
51. Nature of Information Societies
• Networks are critical (Siok Siok)
• Media destinations are not equal within a
market; we must adapt to new reality(KFC)
• Examples of successful Web 2.0 can be
found in our own backyard (Lenovo)
• Trans-media consumption is a reality (Beef)
• Search is critical to success in a rapid,
trans-media world (H1N1)
52. ``If you don't like
change, you're going
to like irrelevance
even less'‘
- Gen.Eric Shinseki
Hat tip to Mitch Joel
54. Thank You
I would like to thank John Bell and Thomas
Crampton at Ogilvy for their kind support. I would
also like to thank Tan Siok Siok and encourage
everyone to visit her Twittamentary site.
The Lenovo video and Did You Know video are
available on YouTube.